Content Engine

---
name: content-engine
description: Turn one source asset (article, demo, launch memo, podcast) into strong, platform-native content for X, LinkedIn, TikTok/short-video, YouTube, or a newsletter instead of cross-posting the same copy everywhere. Use when the user wants social posts, threads, video scripts, a content calendar, or a launch repurposed across multiple platforms.
license: Apache-2.0
metadata:
  version: "0.1.0"
---

# Content Engine

Adapt one idea into content that reads as native to each platform, not a copy-paste of the same paragraph everywhere.

## First Questions

Before drafting, clarify:
- **Source asset** — what are we adapting from (article, demo, memo, podcast, launch doc)?
- **Audience** — builders, investors, customers, operators, or general?
- **Platform(s)** — X, LinkedIn, TikTok, YouTube, newsletter, or multi-platform?
- **Goal** — awareness, conversion, recruiting, authority, launch support, or engagement?

If the user hasn't specified platform or audience and the ask is non-trivial, ask before drafting rather than guessing — a post written for the wrong audience has to be rewritten, not edited.

## Core Rules

1. **Adapt for the platform.** Never cross-post the same copy; a post's opening line, length, and structure should look different on each platform even when the underlying idea is identical.
2. **Hooks matter more than summaries.** The first line has to earn the second line's attention — a factual summary opener ("Today we're excited to announce...") is a hook a reader has learned to skip.
3. **One clear idea per post.** A post trying to carry three points lands none of them; split into a thread or a series instead.
4. **Specifics over slogans.** A concrete number, name, or before/after beats an abstract claim ("cut p95 latency from 800ms to 120ms" beats "blazing fast").
5. **Keep the ask small and clear.** One CTA, matched to platform norms and the stated goal — don't stack "follow, like, comment, and sign up" in one post.

## Platform Guidance

| Platform | What to do differently |
|---|---|
| **X** | Open fast, one idea per post (or per tweet in a thread); keep links out of the main body when possible; no hashtag spam |
| **LinkedIn** | Strong first line before the "see more" fold; short paragraphs; explicit framing around lessons, results, and takeaways |
| **TikTok / short video** | First 3 seconds must interrupt attention; script around visuals, not narration; one demo, one claim, one CTA |
| **YouTube** | Show the result early, don't bury the payoff; structure by chapter; refresh the visual every 20-30 seconds |
| **Newsletter** | One clear lens per issue, not a bundle of unrelated items; skimmable section titles; the opening paragraph has to do real work, not just say "welcome back" |

## Repurposing Flow

Default cascade from one anchor asset to a multi-platform set:

1. **Anchor asset** — the article, video, demo, memo, or launch doc everything else derives from
2. **Extract 3-7 atomic ideas** — each one substantial enough to carry its own post
3. **Write platform-native variants** — per the table above, not a template swap
4. **Trim repetition across outputs** — if two platform drafts read identically, one of them hasn't been adapted yet
5. **Align CTAs with platform intent** — a LinkedIn CTA ("read the full writeup") differs from a TikTok CTA ("try it, link in bio")

## Deliverables

When asked for a campaign, return:
- the core angle in one sentence
- platform-specific drafts
- an optional posting order (which platform first, and why)
- optional CTA variants
- any missing inputs still needed before publishing (e.g., a demo GIF, a customer quote, a launch date)

## Gotchas

- A thread that reads as one long paragraph split at arbitrary points is not a thread — each tweet in it should stand alone as a complete thought, since readers drop off between tweets and platforms surface individual tweets out of thread context.
- LinkedIn's algorithm penalizes external links in the post body more than X does — put the link in a comment or use "link in comments" rather than the post text when the platform's own conventions call for it.
- A script for short-form video that reads well on the page often fails on screen because it front-loads context before the hook — write the first line as the thing you'd say if you only had one line, then build backward.
- Repurposing is not compression: cutting a 2,000-word article down to a tweet by removing sentences produces a summary, not a hook-driven post; extracting one sharp atomic idea and writing it fresh produces the latter.

## Real-world grounding

Wendy's Twitter account is a widely cited example of platform-native adaptation: its deliberately informal, roast-heavy voice would be a mismatch (and arguably a liability) if posted verbatim as corporate LinkedIn copy from the same company — the brand maintains genuinely different tones per platform rather than a single voice pushed everywhere, which is the core discipline this skill encodes.

## Verification

Before delivering a content set:
- [ ] Each draft reads natively for its platform, not like a template swap
- [ ] Hooks are strong and specific, not generic summaries
- [ ] No duplicated copy across platforms unless the user explicitly asked for identical cross-posting
- [ ] The CTA matches both the content and the stated goal
- [ ] Missing inputs (assets, quotes, dates) are flagged rather than invented